Trinity reports a 6% ad revenue decline but shows signs of recovery

Trinity Mirror has reported a 6% ad revenue decline for its national newspaper division during the 17 weeks to October 25.

However, the company said the drop is an improvement compared to the rate of decline that it recorded during the first six months of the year, when ad revenues in the same division were down by 14%.

In the year to date, Trinity’s national ad revenues are down by 11%, according to the group’s trading update.

Regional ad revenues are down by a higher 32% in the year to date and by a substantial 27% for the 17 weeks to 25 October.

Overall, the company reported a 25% decline in ad revenues this year, although the rate of decline also slowed to 20% during the 17-week period.

In terms of November, the company forecasts a 5% fall for nationals and a higher 22% fall for regionals.

Trinity also predicts a drop in the group’s circulation revenues in November, which have fallen by 4% in the year to date

In a statement, Trinity Mirror said: “While the trading environment will continue to be challenging over the remainder of the year and into 2010, we anticipate that the rate of decline in revenues will continue to improve.  This coupled with ongoing management initiatives to drive revenues and reduce costs will support profitability.”